Stories by Nicole Schuman

The modern consumer holds a world of information at their fingertips. They can research companies to the finest minute detail—including working conditions and the CEO’s latest political contributions. Younger generations hold companies accountable, and want to make purchases with those who uphold an authentically purposeful agenda surrounding their products and promotion.

Content creators strive for the day a piece of work goes viral. And unfortunately there’s no platform or tool or magic spell that can make this happen. The best public relations pros can do is to research their audience and provide quality work that resonates and appeals with the consumer of the content. However, there are some best practices to follow to boost the performance of your work—so you can increase reach toward the desired groups.

Big corporations can often find themselves in the middle of a crisis, whether intentional or unintentional. Google’s success contributed to the dominant wealth of Silicon Valley, and the corresponding real estate increases. Other companies have also been caught in the crosshairs of natural, ethical and cultural disasters. Their response or silence can determine future success. What are the key tactics for companies to emerge graciously from a fall from favor?

A social media budget should focus on so much more than just dollar signs. A good budget requires a recipe of research and development, as well as resources. Every organization, from billion dollar companies with multiple marketing departments across the globe, to smaller nonprofits with social media armies of one, should take a look at social media usage and where it fits into their overall strategy.

To celebrate Father’s Day it seemed fitting to revisit the history of the man dubbed the “Father of PR,” Edward Louis Bernays. Like any father, Bernays was not without his successes and failures, and controversial debates. For 103 years, this master of public opinion helped shape some of the cornerstones of PR.

The battle for gender equality marches on, played out in one of the most public spaces, headline news. And it’s not just about how much coverage women are receiving versus men—whether in politics or business or sports—it’s also about how the media portrays women in their roles.

An interview showcases the possible potential of a candidate in other ways, allowing them to think on their feet through conversation and analysis. We spoke to some experts and landed on three questions to always ask in a public relations job interview. They may appear simple, but every candidate may handle these questions differently, providing more insight into what kind of employee they would be.

National days are a great way for brands to engage with not only influencers and fans on a topic, but also to reign in some new faces. Today, for National Doughnut Day (June 7), some brands like Dunkin’ and Krispy Kreme create actionable items to bring consumers through their doors. Others, like the Salvation Army regale us with nostalgia, teaching us about the importance of the origin of the holiday. And there are always those brands with icky content, trying to fit a square peg into a round hole.

Keeping research a secret is a bad look for Pfizer, especially during a time when a spotlight shines on the Alzheimer’s disease. And upon further reading, it can seem somewhat baffling to have kept the information, which may have proved useful to researchers, from the public. Pfizer now faces a brand crisis in which a large population of those affected by the disease may garner distrust to a company that looks like it kept profits the first priority.

Communicators can perform what looks like magic when they win approval from the C-suite. But what looks like magic starts with reading and understanding data, and presenting it in a comprehensive way. Check out the strategic takeaways from our webinar: How to Prove Social Media ROI to the C-Suite